Because love is an important thing most people don't pass out to everyone?

I think it's because saying "I love you" shows commitment and that is something a lot of people are afraid of.

I'm not exactly sure. Sometimes I don't think it should be such a huge deal. If you feel like you love someone, say it. For all we know it could be our last chance. However, that does not mean you can just throw the phrase around. You can't fake love. Love is quite an emotional commitment too.

For me it's a power thing. I dont like saying it first because the words should mean a lot more than just "I like you a lot" so it lets the person you're saying it to know that they have the power to break you if they want or to abuse the fact that you love them. (yes I have trust issues)

The fact that its not a big deal anymore is what bothers me. To say those words should really mean something. People kind of just say it to convince themselves that they are living the dream when they are just throughing out empty hollow words. And person who really appreciates them ends up getting seriously hurt. Im afraid that people have forgotten what it means to love. I always say "I care a great deal about you" if i dont feel ready to say it